Hull-Spence Behavior Theory as a paradigm for consumer behavior

Rossiter, John R. and Foxall, Gordon Robert ORCID: https://orcid.org/0000-0002-3572-6456 2008. Hull-Spence Behavior Theory as a paradigm for consumer behavior. Marketing Theory 8 (2) , pp. 123-141. 10.1177/1470593108089201

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Abstract

In this paper, which takes a much broader perspective than is now usual, we state the case for the return to a grand, all-encompassing theory of the type that was popular initially in consumer behavior. This theory, a paradigm really, is Hull-Spence Behavior Theory (HSBT). The theory is introduced here in detail with reference to consumer behavior. HSBT is shown to be a very generally applicable theory, not just `middle range', with a rich set of variables that can accommodate the new micro-phenomena toward which our field has gravitated. As a grand theory, HSBT provides the `context' necessary to fully understand, explain, and predict consumer behavior.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce
Uncontrolled Keywords:	Behavioral output variables ; Hull-Spence Behavior Theory (HSBT); Major intervening variables ; Performance equations ; Supplementary intervening variables.
Publisher:	Sage
ISSN:	1470-5931
Last Modified:	19 Oct 2022 08:44
URI:	https://orca.cardiff.ac.uk/id/eprint/18894

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